Campaign: The Daily Telegraph Marriott Golf Roots
Client: The Daily Telegraph and Marriott
PR team: Activate UK
Budget: £110,000 in 2004
The golfing industry recognised it must shed its image as a sport for the white middle classes and broaden its appeal by reaching out to young people in inner-city areas. The Daily Telegraph and Marriott also wanted to change the perception of their brands and widen their customer base. Objectives
To boost the number of inner-city youngsters playing golf. To increase the number of 'Golf Roots' volunteers who will promote the sport. To drive awareness of the campaign partners who have active corporate social responsibility programmes.
Strategy and Plan
Activate UK needed strong coverage in media that rarely cover golf but are favoured by the target audience, especially young people from ethnic communities. Local and regional news programmes, ethnic press and radio, specialist youth magazines and websites, as well as the educational media, were targeted.
London, Manchester, Liverpool, Birmingham, Edinburgh and Sheffield were identified as target cities where events should be held. Celebrities such as DJ Spoony and Alan Hansen, who young people and their non-golf-playing parents could relate to, were photographed playing golf with some children.
Ten primary schools in each city were visited, enabling many children to play golf for the first time under an initiative called 'Tri-Golf', which uses oversized clubs and Velcro balls. A semi-competitive school golf festival was also organised.
Measurement and Evaluation
According to Romeike, the campaign achieved 45 pieces of press and broadcast coverage. Reports on 23 websites have attracted an estimated 25 million visits. The Daily Telegraph and New Nation covered the campaign, while the launch of Golf Roots 2004 was covered by BBC1. Local radio stations reported on events taking place in their cities.
Almost three quarters of the articles explained how Golf Roots was changing perceptions of the sport, while 58 per cent acknowledged the involvement of the commercial partners.
Since Golf Roots began in 2003, around 200 volunteers have been recruited to teach golf to kids, while the number of children signed up to take part in activities stands at 45,000.
New Nation sports editor Raymond Enisuoh says he supported the campaign.
'We rarely cover golf but this had a strong inclusion element with the use of people like DJ Spoony, which made the sport credible to kids.'